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VAD: Reporting
To support a quality approach to alcohol and drug problems, the VAD is active on several fronts. One of those fronts is journalism. Because reporting on alcohol- and drug-related stories influences how the public views these issues. To better support journalists in this, we created a clear, nuanced explainer for VAD.
The customer
VAD is the Flemish center of expertise on alcohol, illegal drugs, psychoactive medication, gambling and gaming. As a partner organization of the Flemish government, the center is fully committed to prevention and sensitization.
The challenge
Messages about alcohol and drugs are often fraught, and incorrect framing can stigmatize or mislead. That's why VAD drafted six rules of thumb for a nuanced and correct approach. The challenge: How do we share these rules of thumb with journalists without coming across as pedantic or patronizing?
We want to avoid misconceptions without pointing fingers. And that requires a tone that is both empathetic and professional. In other words, the tone of voice of our story is even more crucial than usual.
Our solution
We wrote a thoughtful script that reduces the rules of thumb to their essence and translates them into concrete examples. Not with a pointing finger, but from a collective "we". We also explain each time how following the rules of thumb will have a positive impact.
Visually, too, we chose nuance: an outlined visual style with a soft color palette. Symbolic images show the impact of messaging, with attention to the human stories behind the numbers. The result is a warm and reasoned video that brings VAD's expertise to the right audience in an accessible way.
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